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Kraft Singles Celebrates Mother’s Day with Samples, Gift Coupons



May 7, 2008

Still looking for a Mother’s Day gift? Kraft has an option: grilled cheese sandwiches.

Kraft Singles is teaching kids and husbands how to make the sandwiches by offering in-store cooking demonstrations topped off with samples of the finished product. Reps will visit select grocery stores through May 11. During the demos, in-store TV will feature Kraft Singles’ “Have a Happy Sandwich” ad.

More than 675,000 samples will be distributed. In addition, Kraft reps are also handing out 250,000 Singles Savers, special square tubs used to store Kraft Singles Cheese.

“For many people, the first grilled cheese sandwich they ever had was one prepared by mom,” said Kraft spokesman Basil Maglaris. “Kraft Singles is providing fun ways to help children, fathers and husbands celebrate moms and all they do.”

The firm is also teaming up with American Greetings. In-store, the greeting card company is giving out free Happy Mother’s Day “Grilled Cheese Sandwich” gift certificates, which kids (and husbands) can give to mom on her special day. Each comes with cooking instructions. It’s also supporting the promotion with in-store signage in its greeting card section.

Online at, kids can send free Kraft Singles-branded e-cards to mom with customizable coupons. The coupons can be redeemed for everything from a grilled cheese sandwich and a kitchen clean up to a hand-drawn picture or a week of bed making. Husbands, too, can send e-cards with their own coupons for countless compliments, a romantic rendezvous, or trash takeout. Banner ads support the effort.

Print ads in Sports Illustrated and in select women’s magazines also include a “Grilled Cheese I.O.U” voucher for moms.

Ogilvy Action is handling the promotion, sampling and American Greetings partnership. Digitas handles the online portion of the campaign, while Nitro is responsible for the creative/advertising.


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